bonus chapter arens|schaefer|weigold. learning objectives specify key responsibilities in managing...
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Bonus Chapter
Arens|Schaefer|Weigold
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Learning Objectives
• Specify key responsibilities in managing ad production
• Review the processes for producing print ads and brochures
• Explain the production process for radio ads
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Learning Objectives
• Describe the major production techniques for TV commercials
• Explain how ads are produced for the Web
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Role of Production Manager and Producer
• Production manager: Oversees the entire production process
• Producer: Responsible for keeping the project moving smoothly and under budget
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Print Production Process
• Systematic process a layout for an ad or a brochure goes through from concept to final printing
• Phases– Preproduction - Period of time before
the actual recording or shooting of a commercial
– Production• Creating the visual• Preparing mechanicals
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Print Production Process
– Prepress• Printing in color
– Four-color process– CYMK printing– PANTONE Matching System® (PMS)
• Color separations: Four separate continuous tone negatives produced by photographing artwork through color filters that eliminate all the colors but one
– Printing and distribution• Involves printing, proofing, and finishing
steps of drying, cutting, binding, and shipping
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Exhibit BC.4 - Phases of Radio Commercial Production
Process
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Exhibit BC.5 - Television Commercial Production
Process
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Action: Staging and Talent
• Studio lot: Outdoor space at a film studio, shielded from undesirable noises
• Location: Shooting away from studio
• Talent: Actors in commercials• Scenes may be shot from two or
three different angles• Scenes needn’t be shot in order
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Producing Advertising for the Web
• Gives marketers new ways to reach prospects
• Important for Web advertisers to produce content using responsive design– Responsive design: Website content
that is produced to automatically adapt to the viewer’s technology
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Producing Advertising for the Web
• People who produce digital media advertising–Multimedia producers, directors, and
technicians– Interactive planners and writers– Computer programmers and system
designers
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Producing Advertising for the Web
• Stages of production process– Preproduction - Planning, costing, and
hiring activities– Production - Artwork creation, video
and audio record, or code writing– Postproduction - Editing, duplicating,
and distribution activities
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How Digital Media Differ from Print and Traditional Audio/Video
Media• Production costs for digital media
are expensive• Costs are high for running a spot
each time on a highly rated network show
• Placing the ad on the Web requires very little cost
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How Digital Media Differ from Print and Traditional Audio/Video
Media• Television or print ads guarantees a
large audience, digital ads find limited viewers
• Ads developed for digital media are virtually free of restrictions associated with time or space costs in traditional media
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